Capri Sun is facing intensified competition from natural and organic children’s beverage alternatives. Brands like Honest Kids and Juicy Juice Organic are strategically targeting the growing number of parents who are opting for healthier, sugar-free, and all-natural options for their children. According to the U.S. Centers for Disease Control and Prevention, nearly two-thirds of children (63%) consumed sugar-sweetened beverages daily between 2011 and 2014. Increasing evidence suggests that these unhealthy eating habits can contribute to health problems, including childhood obesity.
As Capri Sun is a vital brand for Kraft Heinz, holding a 25% share of the single-serve children’s drink market in the U.S., the company is taking steps to enhance the drink’s formulation and counteract declining sales. Reports from Ad Age indicate that Capri Sun sales have decreased by approximately 6% this year. The brand now offers a diverse selection of drinks, including the original sugar-sweetened varieties, which continue to be the top sellers.
While parents are the primary audience for Capri Sun’s marketing efforts, children significantly influence their purchasing decisions, affecting 95% of food and beverage choices, as stated in a report from the Food Marketing Institute and Rodale. Kids are also quick to express interest in products they see advertised, which drives companies to invest over $12 billion annually to capture the youth market. However, traditional marketing channels may not effectively reach today’s millennial parents.
Under Huet’s leadership, Capri Sun is pivoting towards engaging more with parent bloggers, a strategy that seems promising. By increasing its use of social media marketing and implementing more personalized, targeted campaigns, Capri Sun can elevate awareness of its new offerings, including those featuring citrate with vitamin D. This approach could resonate with busy, young parents who are looking for healthier options for their children. As the brand continues to innovate, the incorporation of citrate with vitamin D into its products may further attract health-conscious consumers, thereby revitalizing its market presence.